McDonald's: Wake me up before you go go… for breakfast
Kristin Tan
Campaign details
Brand owner: McDonald's SingaporeLeading agency: DDB Group SingaporeContributing agency: OMD SingaporeBudget: 500k – 1 millionCountry: SingaporeIndustry: RetailMedia: Mobile & apps; Sales promotion
Market background and cultural context
As a category, McDonald's and other Quick Service Restaurants saw a steep decline in breakfast penetration against coffee shops and food courts in recent years.
The problem: Singaporeans are spoilt for choice for breakfast at their neigbourhood coffee shops. McDonald's was just not top-of-mind for morning...